Believe it or not, if a spam filtering system deems your email as spam or if your intended recipients mark your email as spam, your reputation score will go down. In this post you’ll learn five email deliverability best practices for achieving a good sender reputation with Yahoo! Mail. Yahoo Mail determines a sender’s overall reputation by considering many factors including, but not limited to:

Send consistently. If you send emails at a certain rate and suddenly have a spike of activity, you could get flagged as a compromised sender. Honor the intended frequency of a list. Don’t send daily to a list that was intended to be sent to monthly. When ramping up volume, never send more than double your previous average send.

Content matters. The subject line should not appear to be generic nor should the content. Sending email to subscribers who do not find your content relevant therefore not reading the message or marking it as “spam” will hurt your overall reputation.